Why Twitter Dropped Almost $90 Million on Bluefin

Twitter wrote a big check for Bluefin's social analytics service. At the D: Dive Into Media conference Tuesday, Bluefin showed us why.

This transcript has been automatically generated and may not be 100% accurate.

I ... we're unstoppable ... some are their company one of the talk was Social TV ... last week they got what Twitter ... is that the person they think about ninety million books was so ... what's to see what Porter bought Pandora come on out ... there ... we have a couple rules of the AllThingsD conference ... to power points ... I wouldn't use Lions and we've broken the rule what they want to rainmaker tremendous amount of it were to break it again for you call them they can use it ... no PowerPoint can ... celebrate euro ... thank you ... so um let's go and you get the ... the laptop up ... and additional trade and hands on which is ... due to co-founder for founder and co founder ... I was ... a ... founding CEO and chairman and chief scientist ... of ... the smartest ... without this bar is no known to get a discount ... to the top with stuffing my co-founder Michael Fleischman school out of ... research at MIT some also ... on the fact that the MIT ... students traveling ... the world of MIT and now what are ... all ... going to bonafides ... so um ... what we do is Social TV analytics um ... as I'm sure most of you are aware of it's becoming more more of a mainstream Abbott ... to tweet ... as you watch TV ... on ... even a year ago I think many would have felt that's kind of strange is that of a French ... survey alternative lifestyle ... it's becoming clear that it's more more of something it's just natural to him in the moment talk about what moves you ... aam with others who are having shared experience and of course life TV in particular is a great place for that to happen ... so what was then set up it is a technology stack ... that ... takes two streams of data ... on one hand ... what's happened in real time social media ... so Twitter Facebook and we'll see it's really ... in terms of public data dominated by sweater ... ahh and then what's happening on TV ... and we lifted to an estimate to do that you can do serve a cause effect analysis of what on TV is driving conversation on Twitter ... so aam we've actually got ... up what data feeds from wind up here ... and when the this is what's on TV now ... says a lot of what's on TV now will they be looking and on ... the East Coast time ... and I know to be hard for you guys actually read ... what's on the screen some skin is immense overlooking and is ... personally just give you up ... orientation here ... is aam ... syrup TV guide light grey and ... largest programs on TV at this moment and this yellow line ... is marking real-time and if you can read this to it says four PM ... ASA East Coast time ... and so we've done a iam ... soccer game on ... the bill Cunningham Shoah Maree ... um Friday night lights and appliances in and sticking to see a little better ... so here's the soccer game ... the little grey box that says one thousand six hundred and forty five ... is the number of tweets and public Facebook posts ... that ... so far this live telecast ... has according to our algorithms generated ... and this is whether some of you for having a hashtag sometimes they're not can you can serve there to talk about boring ... yet so in this case this up this topic ... um so I just click on that and ... on that particular telecasts of hearing right now ... and in blue is the minute by minute ... odd number of comments themselves typically we see spikes if this goal was so excited about the content ... we see that out of one point ... seven seventeen hundred comments sixteen hundred are ... on Twitter ... and as we ... scroll down we can see ... Mrs are coming to me a sense of raw data ... who tweeted ... what did we did the number of followers on a twenty one boxes or the base case though this is where ... everyone was a couple years ago saying he is loving including ... some exciting happens this week more ... if ... on the straight and ... over the next ... I so wanna just one out so that the breath of this is were actually processing and twenty networks ... continuously so twenty four seven to sweeping through ... anything that space and public were were coming through ... and archiving ... ringgit anything on Twitter and those that you can publicly script for Facebook ... right ... so now ... we just take a little bit of a look back this is little the last thirty days ... and ... play in Zim and so we can all read about the room ... we see that you know the top six programs is a single telecast the data the most conversation last thirty days ... Super Bowl Gramma's in two days ago of ... a ... football Basswood games ... American Idol big alliance comes to get actually on the diversity of different ... kinds of programs that will ... generate conversation is generally receive good shows are popular general honestly sometimes we get farther down this year ... this was ... true although ... certain genres slide sports award shows for example see rival Grammys ... and to um pop so ... it's not strictly correlated with the size of the audience so ... in sixty minutes ... big audience online catalog to finance gonna do this to demographics sleeping ... but that is ... so ... so lets them ... the skill and take a look at ... um what the deal looks like for the super bored so ... I'm in over thirty million ... comments ... about TV ... and when a look at ... a visualization ... um that ... extended out and insert brings to life ... so as we process the video ... and ... find all of the this is what Hurley didn't specialization we get ... the entire audience ... aam ... gets identified ... because they made some comment about either play for ... aam and and and in total over thirty five million tweets so includes all the talk about halftime show ... so ... and then gives her the time during volume of conversation ... so now we go and dissect ... what happened in the video feed ... and we can use now the game as an index into the conversation ... so you know Peter one things you'd asked me is beyond discounting tweets what can you do ... this is an example here are some moments ... the Jacoby Jones aam ... touchdown ... and the little that area in yellow on the bottom are all comments about that one moment in the day ... so I took several hours that one play ... generates ... tens of thousands of comment so we can go and ... not discount the number of comments but start asking the question why are people talking the case of three of them by that ... on the ... same idea and now we can go and stay warm ... all the blue ... talk of the net so but ten percent of the whole company for about ... the and some will ... be focused on the ads ... but when another interesting number their one point nine billion ... impressions ... that's the potential number of times that we bought an ad on the Super Bowl was bred by some again if someone sues Jacoby Jones you know ... we know is that God you think about ... it the go ... that's awesome ... the figure from other player ... if they just say that's awesome knowing if they make reference to um ... dad you see that pass the gifts ... because it's going to excellence in Jan and off our ... house ... this holy in this room ... that's right for the ... last minute in their ways you can ... if they're already talking up the ball ... you could interpret the militia ... we don't do that I'm actually in ... the ... next ... they're all the talk about commercial same thing now we can because we know we're every atom bomb on the game around we can go and find ... up and buy and how much conversation each one broke ... so the BM the Dodge Ram ... trucks ... the attitude of the most conversation overall ... so in blue there ... that that mass of spite ... are all comments over standard fifty thousand comments generates millions of impressions ... just about that ... as a pretty provocative official and ... so now ... so ... today was also ordered common sense for things that are a big deal the game were the commercials that are most popular ... generate most of it in you know what I'd I guess what this is the backup for second this whole thing is about ... aam couldn't common sense ... and making it ... steel maker quantitative though ... it's common sense that we talk on TV ... that's why you watch TV with others ... aam and so it's kind of natural that there are millions of people putting TV ... on if you can now ... not just do this for the Superbowl ... which is identified every moment on TV and the conversation drives ... but do it for all TV ... which is when ... we we ... saw dolphins are running ... a deficit comprehensive for three sixty view of how TV is ... on the driving age ... and ... say go beyond counting to say what is that this prime engagement in the last thing on show in this example ... with just isolated ... the audience that talk about that one and ... an ask the question ... who are the ... you can see a lot about what they said Britain's semantic analysis ... before one of whom they are ... we can do a very interesting kind of political affinity analysis this lol ... as a mentor who normally write songs you can start ... to write loans that you don't know by gender Engles ... corrupt and so instead we do say will look just based on public behavior write other things that those same people this ... couple hundred thousand people talk but then add ... a lot of them it turns out also talk about country music ... the talk bout politics that of a Wal-Mart the talk went drinking beer ... so in fact all business segments ... that significantly over and asks ... with respect to Super Bowl pants ... K so ... when that had ... popped and a bunch of people talk ... in action in accord with certain people ... Sapir dodging see the people who like to blog both organically in the military he worries that are doing ... well in terms of creative feedback of why did that ... actually resonate amongst room and and with whom was in a mess ... teenagers dieters ... Mr said that on their stuff ... so I mean again ... sometimes it sorta makes sense a We have certain music in this ad in the residue of people without that musical taste ... but tell us why did the hundred index ... as you look at the new dosing recover somewhat depleted with or fall on whether to ... it ... and and so did the so the picture together a proper one ad but literally for every app that is running TV week ... track every app on the actual US ... TV ... and do this kind of analysis ... on good terms that are common sense of well I actually get that that was funny with that one ... of ... you know make makes sense to certain kinds of people ... and you get up a kind of ... it'll be Data Sciences view of how ... the whole TV ... tariffs though the system to stimulate conversation you can find patterns Grammys was the midnight we talk about that ... we've resorted ... to a third-quarter quoted as saying here are the most exciting moments during the Grammys ... is the base money ... do the Oreos and so this is ... we're back in the applicant a light data now ... so ... there's some ... this um ... pondering graph showing that the PC crops in the Gramma's that we have ... um you know and Mumford and Sons ... performed we get that the biggest single peak and and and what are indeed reported that so were were sea breezes ended up ... when we do our analyses ... aam ... dancer one question you ... you asking for ... just look at the ... top terms ... there is the official ... past extra Grannis ... only thirteen percent of the tweets continue to ... work ... and so there's this long tail ... of terms of up to deport the talent of fashion designers ... um that ... you you need to incorporate into the analytics to actually find ... all the conversation ... on ... both the Grammys ... so ... when we um ... start digging into ... um ... the ... people who talk about the Grammys ... we can do the same kind of affinity analysis of this is now ... analyzing ... aam ... brands ... that have high overlap high affinity ... with ... the Grammys audience from Sunday ... so some the tweets so we have ... no ... the eighteen million ... people tweeted about it ... the program ... an increase of those people we ask the question ... having also publicly expressed love for opinions about Calvin Klein but GoDaddy ... and ... we can actually for hundreds of brands ... and the score ... at eighteen point nine for warm bodies indicates ... that ... the firm for ... various reasons but the audience that she wants to topple the Grammys over indexes are not people but advertising agreement is not a surly time so ... herbal essences debt ... aam Sparta no helpline did not ... and and so this is ... discovering that a pre existing affinities ... relationships between ... TV program audiences ... in France ... and the glue that stitching them together ... he is ... and what they're saying in public about both brands are ... from the two courses for him or overnight ... the sausage ... um ... due to this debate going back and forth about whether treating in the social stuff ... drives viewing a movie can prove that you feel conference and one where other is still an open question ... yell like I think that ... time ... and effort to counter with today that it's it's almost it's coming and goes to common sense ... um as millions of people ... talk about what they're going to watch what they just watch and ... will that affect ... behavior of others who are listening to them for ... what is a such thing as word of mouth and social influence and as a carry over ... on to to Twitter on Facebook on all platforms ... I think the answer has got the house to serve the common sense if you come even though I'm sure that I stamped agreement with the most tweeted Grammys ever been to the ratings were down ... with laughter ... regardless here so yet so I think that ... um ... there is ... certainly a tune and ... benefactor ... the the other side of it ... is ... the effect of actually reading all these comments Palm and appearing on ... as you watch the program we were talking backstage about ... no one I was watching ... of presidential ... debate and I heard ... Romney say binders full when and if ... I thought for mom and one and alleged that both ... of them was ... looks like Twitter feed ... said ... should have really bad break so it is ... not this is another question right which is that Twitter and for all the social services Merkel said that most people are using these things pass of ... reading stop them walking other people's photos ... Twitter for a long time now saying this is that consumption ... experience meaning that we don't expect most people to tweet ... so minority of people are the ones who are actually tweeted ... do you feel confident extrapolating behavior and thoughts and feelings ... based on what people were likely that we feel as opposed to one awesome doesn't want to ... yes ... so ... small ... you ... know it I mean we just went right through some pretty interesting data that decisive lot people tweeting ... about ... about TV ... aam this early ... there is a silent ... majority ... that are better reading those tweets ... um ... the people who decide they have something to say ... and can actually build up color chips ... for people who are in some was de facto haven't once you think the representative of them ... I tested the Nestle representative so ... the baby's cues and those that decide ... to develop a public voice on and and my seats that are not fully representative of the silent ... was yes ... on ... does that mean ... so okay so the brand with a big deal because people were tweeting about even if not everyone felt the same way a lot were to write about it that I mean like if if you want the pics I'll just come out less and ... so ... people who speak out ... are going to ... shake the conversation it's it's of the financial and ... most of them and play in elections I'm ... sure were seen him play yet to break ... the prime time TV sets change in the medium ... was in your speak up of Vector been speaking of ... once we got these discussions are not required to to do this but the region's collectors pretty cool when you order as much one tables by discussion topics ... that would interest you in this room at the table plop down ... some the staff will be there ... and how everyone eat ... talk to you ... of will see a doctor to fifteen remember folks from Netflix Ted Sarandos Will Arnett and mature what's thank you